The Article’s Main Points
In this paper the focus will be given on the analysis of the article related to journal of marketing management. The article which is selected for the task is concerned with the topic “social media marketing”. So, the overall discussion will be made by considering the concept related to social media. This article is interesting because social media marketing is one of the popular sources which are considered by the companies in the present scenario.
The article which is given by Wondwesen and Anders states that social media is one of the popular platforms that help the companies to promote their products and services in the competitive market. The main aim of the article is to focus on the how companies focus on the concept of social media so that marketing actions can be considered. The study will also focus on the implementation of the social media so that it can be easy for the companies to enhance the engagement of the customers. In this article it can be seen that primary data is considered, that can help to analyze the impact of social media on the overall performance of the firm. The performance of the company can be related to the overall marketing performance or the strategies related to marketing considered by the company to accomplish goals and objectives (Tafesse and Wien, 2018).
In this article, it can be seen that social media is considered as the tool which is considered by the company so that it can be easy to achieve growth in the competitive market. Social media is considered as an opportunity for the marketers to connect with the customers. It can be investigated that social media is a source through which it can be easy to reach to the customers and also it helps in interacting with the customers on the large platform. It has also been seen that the companies has to face the issue related to implementation of the social media to drive the strategic marketing actions. The company’s focuses on considering the social media strategy so that growth can be attained in the market. Social media also showcase the entire growth which emphasizes on the need of the holistic approach.
Social media marketing is a platform which attracted the attention of the customers in the present scenario. Also, it has emphasized on enhancing the customer engagement and also role of marketing mix in social marketing. But many times, it can also been seen that the firms has to suffer from the problems related to the implementation of the social media to drive the overall strategic actions. Also, the literature emphasizes on the systematic application of the social media as a platform related to strategic marketing. In this article, the main emphasis is given to the implementation of the how the companies implemented the social media system so that it can be easy to consider the strategic marketing actions. Also, there are studies which proved that social media implementation can be done both on the conceptual basis. Also, the study stated that social media can be implemented by considering the various stages related to growth approach. It has been seen that it is a process that can consider the various stages. Also, the major challenge is that the proposed stages are difficult to verify (Tuten and Solomon, 2017).
Literature Review of Social Media
There are many situations when seasoned managers analyze that it is difficult to appraise the overall social media development in the workplace. One of the major contributions is related to consider the implementation of the social media so that it can be simple to synchronize with the overall process of the organization and through this the firms can also leverage the overall strategic actions related to marketing. The study also states that social media implementation is considered as the multidimensional construct which also clearly define the overall dimensions of the social media marketing (Tafesse and Wien, 2018).
Marketing research has also emphasized on considering the impact of social media on the overall performance of the company. There are various efforts which emphasized on the spending the process of social media as a proper evaluation which measure the overall efforts of the social media. Also, the social media focuses on spending by considering it as a social media strategy and also it will help to maintain the overall customer engagement. The second contribution of the study is related to social media processes to maintain the performance of the company which also emphasizes on the overall performance of marketing. It can be stated that social media performance considers the customer base of the market which also focuses on the overall perception and also one the feelings related to overall customer purchase and post purchase behaviors. It can also been seen that social media performance is positioned by considering the overall marketing performance. Also, the light is given that how social media implementation can contribute to the overall performance of the company.
The third contribution of the study also focuses on the operationalizing the implementation of the social media. It can be seen that in there is no scale which is related with the measurement of the social media implementation. The measurement scale also created the overall needs that should be reliable and can be considered in the overall research so that it can be easy to consider the implementation of the social media and can also evaluate the overall outcome which is derived from it.
In the next part of the article, it can be seen that literature review is done which will focus on the meaning and also on the implementation of the social media marketing concepts. There is also the section which is related to Hypotheses and the section related to methodology will elaborate the overall methodology. It can be seen that reminder of the paper will also elaborate the result and will discuss about the overall implications.
Marketing Implications of Social Media
In the section related to literature review of the social media states that social media is considered as the group of internet based applications that is created on the ideological and also on the foundation of the technology. It has been investigated that it allows the overall creation and also exchange of the user generated content. The author stated that social media platform by emphasizing on the overall self-presentation can be classified into blogs, social networking sites and also on the overall virtual games and virtual social worlds. It can be stated that social media platform helps to focus on the range of the users so that it can be easy to maintain the overall functionality. Also there are seven major categories which can be considered in this. The seven categories are related to identity disclosure, conversations, sharing, presence, relationships, management of the reputation and also the groups. The main marketing implications can be proposed in the overall function of the social media that helps the marketers to facilitate the real time interactions with the customers. It has been highlighted that the overall power of social media can help to make connections that can also be the outcome of the vast social network (Tafesse and Wien, 2018).
The vast network can also be generated with a media landscape that helps to empower the customers to become active participation in the overall process of media. Also, the entire outcome related to marketing is no longer solely about attaining the overall attention with proper reach. It also emphasizes on capturing and maintaining the overall interaction and also the engagement of the customers. This also helps to maintain the long term relations with the customers that can easily boost the overall productivity and growth of the company. It can be seen that customer interaction and engagement is necessary at the time of implication of the social media implementation and it also considers the requirement of the holistic social media approach that can help to integrate the overall platforms into the overall experience of the social media. There are three important types off data flow that are considered by the social media. First is related to the social media which focuses on the flow of firm to consumer information in the form of the brand posts and also with the advertisements of the social media. Secondly, it can be stated that social media facilitates with the consumer to firm information which can be related to the comments, reactions and also with the overall sentiments of the customers (Habibi, Laroche and Richard, 2014). At last, it can be seen that social media helps in facilitating the overall interaction between the customers and it can also take place in the form of WOM or the communities of the brand. The main implication given by the Stephen and Brat, states that the company should focus on considering the new organizational skills like customer engagement and also the data analytics so that it can be easy to leverage the overall social media information rich environment and can also help in maintaining the overall value (Pham and Gammoh, 2015).
Data Flow in Social Media
It has been seen that to summarize the overall growth of the recognition related to nature and also the dynamics of the social media and its implication related to the marketing concept. The challenge which is related with the marketers can focus on implementing the social media in a proper manner and also it can consider the ways that can advance the overall challenge of the overall strategic goals of the company (Guesalaga, 2016).
In the section related to social media adoption and its implementation states that the literature emphasizes on the adoption and implementation of the social media so that it can be easy to introduce the concept of social media. It can also been seen that the companies adopt the social media which is scant; also there are various publication which is considered in the present years. It can also been seen that social media marketing can be done by considering the social media platform like Facebook, Youtube and Twitter. These social media platforms can helps to focus on the organizational functions which are necessary to be considered (Colicev et al., 2018).
Also, it can be stated that social media adoption has failed to focus on the problems which are related with the implementation of the social media in the companies. The focus is given on the possession of the social media technologies which is important to shape the proper utilization of the ideas. Social media consider the overall adaption and it also related with the decisions and actions considered by the company to put social media in a proper use of marketing the products.
There are also three stages related to social media implementation. The three stages which are related with social media implementation are initiation, diffusion and also maturity. These stages focus on the target audience, channel choice and also one the goals of the overall activities of the company. The authors also stated that in social media maturity stage it is important to focus on monitoring and principle markers (Tafesse and Wien, 2018).
Also the staged model related to social media implementation focuses on the incremental level of formalization and also on the resource commitment. The companies at the initial stages are considered to focus on formalization and also on the resource commitment. The companies who are at the advanced stage are presumed to formalize and institutionalize the social media so that it can be easy to coordinate the complex tasks. Also the model related to social media maturity helps to manage the overall difficulty on the stages. The managers also faced the issue to appraise the company’s stage of social media development. It can be seen that benchmark variables can also lack in the specificity and also the proposed stages are broad which render the overall models of operationalization (Hajli, 2014).
Organizational Skills Required to Leverage Social Media
The proposed concept related to social implementation is related with the limitation which is linked with the different stages of growth model and also it emphasizes on the social media implementation. Social media implementation is related with the overall decisions and actions which are considered by the companies so that it can be easy to market the products and services. Also, social media implementation can be related with the process through which the companies can consider the strategy of social media for the customers so that it can be easy to maintain long time relations with them in the competitive market. It can be seen that social media marketing can help to manage the activities of the companies and can also boost the overall working pattern of the employees in the workplace (Aichner and Jacob, 2015).
Social media strategy has also focused on the overall use of the social media sites like Facebook, twitter and YouTube. This also take into consider the overall social networking sites which helps to influence the group in relation to marketing budget and its impact. Social media is one of the great tools for the modern companies. They not only use these mediums for the purpose of promotion and advertisement, these platforms are also used as an effective medium of the internal communication system. Social media is considered as the vital element to reach to its target audience, interacting with them and to share relevant information amongst the internal as well as external stakeholders.
According to Ashley & Tuten (2015), social media strategy is meant to be the most effective and essential strategy amongst the all set of strategies of an organization because the available options in this strategy are trending and these are much effective, efficient and result oriented. Authors have identified number of considerations for making an effective social media strategy which also includes channel choices, approaching to the target audience, setting goals and objectives, along with adaptation of monitoring and reviewing procedures to match up with the standards and benchmarks. Main objective of social media strategy is to align the social media with firms’ marketing goals along with choosing appropriate and relevant mediums for the objective of selecting the best and most suitable mediums to reach towards those goals.
Social media strategy plays vital role in the development of social media effectiveness. As discussed, social media strategy includes firms’ marketing goals and along with the goals, this strategy also includes definition of clear goals and the expectations of the organization through which appropriate channels could be selected in order to reach towards the set goals. Apart from this, social media strategy also helps in the coordinating organizational actions along with mobilizing the actions of the organization and the available resources to match up with the desired goals and objectives. In addition to the above roles, social media strategy also plays crucial role in institutionalizing and establishing policies through which channel choices, interaction with the customers and content development could be governed. These policies and procedures are mainly known for reducing risk which is related with the improper communication with respect to the social media (Bagozzi & Yi, 2012).
Conclusion
According to Brodie, et.al., (2013) the roles of social media in the organization because it seems to be multi-talented, result oriented and that too at cheap rates. In relation to this, developing customer interaction with the organization is one of the largest multidimensional concepts manifested in customers’ emotional and behavioral responses with firm’s objectives. This is also necessary to enhance the interest of the target audience along with the development of appropriate and effective relations with the target and potential customers. The major objective behind developing customer interaction is enhancing customer base along with attracting new customer segments. In relation to this, social media channels are meant to be the most effective and appropriate channels. Social media channels are considered as the element of behavioral engagement, setting organizational products and services’ brand image, getting in touch at individual level, etc. Social media strategy is considered as two way communication methods and this is used by most of the companies nowadays irrelevant to their nature, and size of the business (Berthon, et. al., 2012).
With respect to this, the channels of social media are capable enough to act as the appropriate medium for two parties to get in touch with each other along with sharing information with group of individuals at the same time. With the help of social media channels, organizations have been able to make their relations with their customers better because previously, there were not many options available with the companies except email, telephone and letter. Responding to every main, attending every call and replying back to every letter for the organization are bit difficult due to huge operations of the companies. But with the introduction of social media channels, organization have been able to cope up with their target and potential customers along with developing personal interaction with the customers. This has helped the organization to gain positive outcomes along with developing interest of the customers within the organizational functionalities. Social media channels also plays vital role in terms of spreading awareness amongst the large part of the target customer segment at one time and taking follow up for the same which act as the essential and effective tool in relevance with retaining customers’ interest with the organizational functionalities and their products.
As per Choudhury & Harrigan (2014), social media tactics are also known as engagement tactics through which target audience could easily be approached along with setting up positive influence over them. With the help of these mediums, organization could target their interest area by introducing promotional and discount schemes. Spreading awareness for the promotional and discount schemes not only helps the organizations to boost up their revenues, sales and profitability but it also helps in the generation of brand loyalty amongst them. The tactics available for engagement tactics are customer engagement marketing, effort of organization, empowering customers towards organizational functionalities and driving customers’ interest within the organization.
In relation to the marketing and promotion through social media tools, organization mainly focus over digital mediums of promotion nowadays and in terms of digital mediums, social media stand on the leading position. Social media platforms like Facebook, Twitter, Instagram, Snapchat, etc., are majorly used for the purpose of promotion and advertisement by the organizations. All these mediums are relatively less expensive and high result oriented in comparison to the traditional techniques of advertisement and promotion. Firms can use social media techniques to drive customers’ interest in the organizational promotional and advertisement campaigns (Chung, et. al., 2017). This is also effective in terms of analyzing the demand of the organizational products and services amongst the target customers. The social media environment is critical source of customer engagement as well as retention for longer period of time. As per the research conducted by authors, social media tools are effective in terms of engaging customers with the organization in comparison to any other mediums and these tools are also effective in driving customers’ interest towards organization and its products. In short, integral dispositions of customer engagement tactics in social media are motivating customers to interact with firms on favorable terms (De Vries, Gensler & Leeflang, 2017).
Hypothesis 3 in the article also focuses on the social media analytics. It can be seen that proper interaction can take place in social media by considering the behavioral data that can be easily translated into the actions. Social media analytics also focuses on the compilation and also on the overall analysis if the behavioral customer data so that it can be easy to inform the marketing decisions.
Also one of the features of the social media marketing is related with enabling the companies to create and analyze the overall range of metrics so that it can be easy to focus on the responses of the customers which are given in the market. Also, the employed metrics in the social media can focus on considering the follower base, reach and also the engagement of the customers. There are also various metrics like reach, engagement and also web traffic which help to maintain the overall quality of the customer responses in the actions of the companies. It has been seen that proper metrics should be there so that it can be simple to focus on the overall performance and it can help the organization to consider proper decisions which can maintain the overall performance of the company in the competitive market. It can be seen that social media analytics can help to boost the overall understanding of the customers and also of the competitors in the process of decision making (Richardson, Choong and Parker, 2016).
The next hypothesis focuses on the use of social media analytics that can lead to the overall performance of the social media. In this focus is given on the performance of the firm. It can be stated that companies focuses on implementing the social media to consider the strategic marketing goals like attaining new customers and also drive the satisfaction level of the customers. The interactivity and also the engagement attribute of the social media focuses on the reach of the company and also engage the customers so that it can be simple to attain the strategic marketing goals. Also, to generate the interactions of the customers on the social meia platform can help to maintain the large customer base which will give positive impact on the overall performance of the company.
Social media marketing can help to consider the customer based social media results by emphasizing on the favorable perception of the customers and also the activities which is completed by considering the social media platform.
Also, the methodology part focuses on gathering the data from the two sources. One if primary source and second is sampling process. It can also been analyzed that questionnaire are mailed to consider the respondents and also the final sampling was done by 141 responses. By considering the sample it can be stated that the companies use the social media platform which will also help to manage the multiplatform of the overall social media presence. It is also necessary for the company to focus on considering the social media strategy so that companies can focus on the formal strategy that states the goals for the social media and formulate the overall evaluation plan in reference to target audience, channel choices and structure. Also, it can be simple for the companies to focus on encouraging the companies to focus on maintaining the overall strategy developmental process which can help to gather the large market audience in the market. Also social media can help to enhance the active presence which can help to consider the right decision at right time. It can be stated that the social platform like Facebook and Twitter focuses on maintaining the overall level of productivity which can help to achieve growth in the competitive market.
The next part also relates with the overall social media implementation which is important for the company as it can help them to market their products on the social media platform. Also, it can help the customers to give feedback about the products and services which are availed by them in the market.
The performance of the firm can also be maintained if proper marketing strategies are considered by the firm in the competitive market and it can help to manage the entire activities in the market. So, companies should focus on considering the right path related to social media marketing as it can help to achieve growth in the competitive market. So, by analyzing the paper it can be concluded that companies should focus on social media marketing so that it can be easy to achieve goals in the competitive market and also it can boost the overall sales of the company in the competitive market. It can be easy for the company to promote the products and services with the help of social media marketing and also it can assist the company in accomplishing goals and objectives (Hollebeek, Glynn and Brodie, 2014).
Therefore, in the present situation it can be stated that social media marketing has an essential role in managing the entire activities of the company and it also help to attain the competitive advantage. This is also considered as the best strategy that can help the company to manage the overall productivity level and can result in attaining positive outcome.
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